INSIGHTS
BFCM: Spending More and Trusting Less Sinch’s latest global research reveals that while 48% of consumers say AI (artificial intelligence) will make Black Friday and Cyber Monday (BFCM) shopping easier, over 90% have reservations about using AI during peak shopping, citing concerns such as data use or privacy.
conversion engine this Black Friday and Cyber Monday. The brands that win will prove their communications are secure, relevant, and authentic.” Sinch surveyed consumers across seven global markets to understand their views on AI and holiday shopping. The data shows shifting expectations, with 53% of respondents wanting AI-powered order tracking, and 38% are open to chatbot-based customer support, proving AI in “practical use” cases is desired. However, personalisation and brand trust are under pressure, with a 43% year-over- year increase in consumers mentioning personalised messages feel invasive. Findings from Sinch’s State of Customer Communications 2025 report reinforce that trust is the new differentiator: 🎯 Only 32% feel comfortable sharing personal preferences with an AI assistant. 🎯 53% of consumers report receiving legitimate brand messages they initially thought were spam. 🎯 79% say they trust messages more when they are verified with brand logos or sender IDs. 🎯 7 2% find AI-powered recommendations helpful, but only when delivered in the right context and channel. The insights point to a rising demand for verified, value-driven communication. Consumers are not rejecting personalisation or AI, they’re rejecting
2025
The state of customer communications
Keep your customers engaged, informed, safe, and happy.
AI is becoming a core part of customer engagement strategies across Europe, and consumers are increasingly embracing AI to improve and simplify their shopping journey, but with conditions. As adoption grows, so do expectations. Shoppers want the benefits of AI, but they also expect more visibility into how it’s used, greater control over their data, and communications that feel personal and relevant. “Consumers want help, not hype,” states Sophie Cheng, Senior Vice President of Product Marketing at Sinch. “They still want the benefits of AI, but they expect brands to prove it’s working in their interest. If your AI feels invasive or unverified, you won’t convert. Trust is the
Sophie Cheng Senior Vice President, Product Marketing
sinch.com
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